October 2, 2025 – Ice cream and frozen yogurt in the US are growing slowly. Demand is solid and this demonstrates that the ice cream and frozen yogurt category is resilient and appeals to a broad range of US consumers. Innova Market Insights is tracking competition from several directions – brands that are emerging, private label ice cream and frozen yogurt, and treat categories trying to make inroads into ice cream.
Indulgence Evolves and Decadence Evolves
In the US, opportunities for indulgence and appealing to indulgent tastes are changing. Categories with decadent products also are changing at a similar pace. This translates into an opportunity for brands to impact the evolution of indulgence through the products they introduce and the occasions they encourage.
Ice Cream and Snacking
Snacking is a way for consumers to treat themselves. Since ice cream is a treat, ice cream brands can expand into snacking with different product formats, new flavors, and expanded ways of distributing ice cream. This can help reach consumers who snack to fit their impulsive decisions or who have on-the-go lifestyles.
Generations Differ Regarding Ice Cream
Consumer trends research by Innova Market Insights shows that generations differ regarding ice cream. Ask a Boomer about a favorite indulgence and the answer is likely to be ice cream. In contrast, Generation Z and Millennial consumers have different sentiments about ice cream and their indulgence choices span across food and beverage categories. Furthermore, the choices available to consumers continue to increase. This is why ice cream brands need to stand out as an exciting snack and indulgence option.
It can be challenging for ice cream brands to anchor themselves for indulgence occasions among younger generations, namely Gen Z and Millennials, who think differently about indulgence and category loyalty. These generations tend to enjoy experimentation with treats across occasions, categories, and formats. Ice cream trends in the US show that American Gen Z and Millennial consumers have broader views than older consumers regarding when in the day to eat ice cream. Key answers for ice cream brands in the US are to offer variety, collaborate across categories, and engage with younger consumer digitally to remain top of mind. US consumer loyalty is not a given. Instead, it is conditional.
Consumer Relationships with Ice Cream are Changing
Ice cream’s presence as an everyday treat is steady but vulnerable. Ice cream is an established treat food in many US households. However, ice cream trends show that ice cream consumption habits are changing with changes in consumer routines, differences among generations, and competition in and outside of the category. One strategy for ice cream brands in the US is to anchor ice cream in consumer habits by introducing new formats, innovating for broader use, and messaging with relevance.
US consumers are familiar with ice cream so familiarity can be the foundation for innovation. Ice cream has a unique opportunity to offer familiarity while inviting curiosity. Consumers in the US may be more receptive to ice cream innovation layered on top of a much-loved product they are familiar with.
Value is a Key Consideration
US consumers seek value in their food and beverage purchases. They consider cost when purchasing ice cream and when deciding whether to continue purchasing ice cream. To justify their price, ice cream brands in the US must communicate quality, tell their story in a transparent way, and offer a range of package sizes. Brands that do not do this risk losing US consumers to private label ice cream brands.
Plant-Based Has Not Replaced
US consumers are not fully on-board with plant-based ice cream alternatives. In the US, plant-based is growing but not replacing diets with animal-based foods. Based on the ice cream trends, younger generations of US consumers are the most likely to experiment with plant-based ice cream, but conventional dairy ice cream continues to grow. Plant-based ice cream brands need to focus on texture and variety in flavors in order to move from dairy ice cream substitute to wider use.
What’s Next for Ice Cream Brands in the US?
Innova Market Insights offers several suggestions for ice cream success in the US. Packaging that is customizable in terms or portion sizes will enable US consumers to choose different portion sizes that meet their needs for single-serve as well as feeding to a group. Advances in technology can educate US ice cream consumers with digital screens in the ice cream section that display promotions and introduce new flavors and pairings. This exciting, data-driven marketing can invite trial, increase purchases, and satisfy the US ice cream consumer. Watch for more health and nutrition benefits in ice cream, allowing consumers to personalize wellness without giving up indulgence. Expect brands to embrace authenticity by introducing core, year-round products that reflect cultural diversity, tradition, and heritage. More and more, US consumers seek ice cream that supports authenticity and diversity. As plant-based ice cream brands improve their sensory features to better match dairy ice cream, consumers may come to expect plant-based options.
This article is based on Innova’s Ice Cream & Frozen Yogurt in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more